NoGood News | Vol. 25: Google Claps Back at TikTok — Was it "Helpful"?
Hello, NoGoodies!
Before we jump into another round of the NoGood News here's a quick TL;DR of what's below:?
The "helpful" update may have had SEOs and content strategists shook last week, we were cheering what is likely a signal of Alphabet's return to form and an indication that its original motto of, "Don't be evil," is still very much intact.?
We've been saying it, and Google is clearly hearing it, but authenticity, and writing for humans first is the future. Looks like robotic, AI-written, keyword-stuffed content is going to be on the 2022 chopping block right alongside influencers and social media as we once knew it. RIP.
Keep scrolling,
NoGoodies
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?? We defined what Google defines as "helpful".
"If your site contains content that’s improperly targeted, then it is likely that with this update Google might throttle authority for a piece of content that previously ranked well for a specific query, or potentially throttle the entire site as this is – by all accounts – a sitewide update."
Google's new update has been, by all accounts, slow to roll out so far, but the information they've published is absolutely valuable and, for all intents and purposes, should be something that we all implement into our content strategies moving forward.??
While this may signal a more competitive landscape for search as we collectively test new content to understand the parameters for which Google ranks what is or isn't "helpful" we will absolutely be embracing the opportunity to write for our fellow humans.?
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?? AI as a design tool for humans:?
"Design is the act of creating with a purpose and is all about solving problems. AI is also, to some extent, a form of design that aims to help humans solve problems by creating solutions that are similar to or even beyond human thought patterns."
Marketers across almost all disciplines are welcoming our robot overlords into their martech stacks in some form or another — designers are no different.?
While AI-driven design has the obstacle of being viewed as "cheating" to overcome, the ultimate truth of the matter is that it's here, and it's likely here to stay.?
We took a first-hand look at how AI is impacting design, and the opportunities that it presents to designers to allow them to iterate faster, and cut down on their mise en place.
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?? Working with brands as a creator; a guide.?
"The first step to becoming a UGC creator is to just START. That might sound unhelpful, but actually creating UGC is the most important part of being a UGC creator. Before you get brand deals you will need to build a portfolio."?
Being creative is just one half of the role for content creators today, the other is being able to build relationships, navigate negotiations, mitigate expectations, and otherwise run a small business of 1.?
We've broken down the process of going from creative dynamo to UGC pro.?
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?? The ultimate (and we mean ultimate) TikTok UGC guide.?
"UGC makes it possible for creators and brands to genuinely connect with users and TikTok’s full-funnel ad potential makes it the perfect pairing for a winning marketing strategy that resonates with today’s consumers."
In the new landscape of "helpful" content, this guide makes us ask the question, "Is it possible to be?too?helpful!?"?
This guide not only covers everything you need to know about TikTok UGC, why you should be using it, the relevant statistics to support the why, and all sorts of other helpful insights — but also has a ton of IRL examples of brands doing it right.
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?? Simplifying your content narrative.
"You may be familiar with the meme of, “How it started vs. how it’s going,” but what you may not have realized is that it is really just an oversimplification of the rags to riches archetype disguised as a meme."?
We've all encountered content that has left us scratching our heads, wondering what the point was, and so we decided to put together a guide to help prevent that from happening with your content.
By breaking down the seven basic plot points, and exploring how they relate to different types of content or campaigns, it makes the creation process increasingly simple by being able to view each campaign, or content piece, through the lens of the story archetype, to ensure that whatever is created lands with audiences.?
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?? ♀? Header tags + SEO; name a more iconic duo
"Header tags are built into the code of your page and allow search engines like Google to get a very clear view of your content structure when it visits your site for the first time."?
Header structures serve a multitude of purposes, from ensuring that users can easily skim your piece of content to glean the necessary information from them without having to read the whole thing, to potentially driving a substantial amount of supplementary traffic to your page.?
It's a tactic that, once seen, can't be unseen as you read pieces of content from day to day and start recognizing (and judging) the sites you visit based on their header structures — or lack of.?
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?? What do we like about TikTok strategies??
Once again, you've made it to the bottom of our newsletter, so thanks for that!?
While you're here, we again ask that (since you loved it so much) you share this with a friend, or at least reach out and say hi, or possibly speculate on what other paradigm shift we'll be experiencing before 2022 calls it quits.?
?? Till we meet in your inbox again,?
NoGood